From electricity metering to cookie cutters

A common trope in the smart buildings and energy efficiency technology space is that there is no cookie cutter approach to effectively manage energy in buildings. It’s a statement that speaks to the myriad of factors that can affect how individual buildings operate and how one technology solution does not fit all sizes.

A few months back, an energy management and smart meter expert from a global consultancy was in our office to discuss big data approaches to energy management. In particular, we were discussing the growing significance of circuit-level data in the built environment.

As our conversation went on, we began speaking about his native Australia and funnily enough it turns out his sister-in-law has carved out quite a niche market in selling cookie cutters (I’m not using a metaphor here). Lisa set up Cookie Cutter Shop in 2013 having identified a significant market opportunity.

We thought it’d make an interesting post on our entrepreneur’s viewpoint page. Unfortunately, I didn’t get an all-expenses trip to Australia, but I did have the pleasure of speaking with Lisa…

How did you identify that there was a market for cookie cutters in Australia?

In my previous role as the owner of a bricks and mortar kitchenwares specialty store we were constantly asked for cookie cutters that we didn’t have in our small range. We would try to assist customers to find what they were looking for and couldn’t find many of the items from our Australian suppliers or other retailers.

You’ve now built up quite a significant range of cookie cutters. How did you go about sourcing these and developing relationships with suppliers?

Trade events are an excellent source of new ideas, inspiration and networking. Particularly if you can attend trade events that are not in your local area then the opportunities for you to meet with new suppliers that could bring something unique to your business are almost limitless at the larger shows. It was at our first trade fair in Frankfurt that I discovered the diverse and unique range of cookie cutters available from Europe.

How have you made your brand defensible in the market?

We have targeted a niche product within the huge retail category of baking and cake decorating. There are many online businesses selling cake decorating supplies with a small range of cookie cutters but our main goal was to have the largest range of cookie cutters available from the one place in Australia. If we don’t have it we will do our best to assist our customers to find it. We have also more recently partnered with a manufacturer in Spain to make our own custom design cookie cutters so that we can offer cutters that are perfectly suited to our market as well as being the best quality. As well as the largest range and excellent quality products we pride ourselves on the best customer service which assists us to retain our customers.

What do you see as your biggest challenge?

During these first few years the balancing act of adding new cutters to our range whilst not going overboard has probably been my biggest challenge. I have always loved cookie cutters so every time I see a new shape I want to be able to offer it to our customers. We need to balance the cost of our inventory and its storage whilst growing the business and brand.

The other challenge is that our products are reasonably low cost so we need a certain volume of orders to meet our fixed costs. Keeping our fixed costs low is very important and has also been challenging.

Do you think your business model can be exported to different markets in the world, or did this work only in its particular Australian context?

I believe this model could certainly be exported to other markets in the world. Especially those markets that don’t have an established network of larger cookie cutter suppliers. There are certainly opportunities as we are sending many international orders each day at the moment.

What’s the most interesting cookie cutter shape you’ve seen out there?

This is a hard question, the most interesting cookie cutter shape. The most interesting for me are the really detailed and intricately made cutters like our lighthouse cookie cutter or Cologne Cathedral. These cutters make cookies that don’t need any decorating because they just look so beautiful with all the embossed details. I also love checking out antique shops for vintage shapes.

The other interesting set of cutters would have to be the ninjabread men. They are a bit of a hit with customers also.

And lastly, what’s your favorite home cooked meal?

At the moment with a fussy 3 year old in the house, my favourite home cooked meal is anything that she will eat without too much bribing! Seriously though I think my favourite home cooked meal would have to be a simple roast pork with ample crackling and apple sauce. It has been my favourite for as long as I remember so it probably has some sentimental value also.

In regards to home baking I am enjoying experimenting with some of our Christmas cookie cutters this year and making some delicious vanilla butter cookies spiced with Gingerbread spice.